Young consumers' attitudes towards voluntary carbon offsetting

Abstract Voluntary carbon offsetting (VCO) programmes are an initiative to reduce global carbon emissions and are increasing in popularity among companies, despite controversies and debates regarding the effect of offsetting activities on carbon emissions. VCO has become an important aspect of the sustainability and marketing strategies of companies. Few studies have researched the consumer aspect of companies using carbon offsetting in marketing. This study explores the knowledge, attitudes and behavioural intentions of young Danish consumers towards carbon offsetting. Qualitative interviews with 25 young Danish consumers were conducted based on the theory of planned behaviour, which was used as a conceptual framework. The results of the study indicate that the young consumers have little knowledge of VCO and perceive the topic as complicated and difficult. This contributes to distrust and negative perceptions of carbon offsetting programmes. In conclusion, guidance for companies to communicate carbon offsetting programmes is provided.